How to make sales to people that love what you have to offer but don’t want you to sell to them?
I’ll divide this answer in what I like to call – the 3 perks of Buyer Personas: Persuasion, Time & Money-saving, and Brand Advocacy.
Today, we’re going to learn a brand growth hacking mechanism using those perks. You can’t miss that.
But before we get into it…
Let’s dive in.
How Profitable Your Business Can Become With a Buyer Persona Template?
Let’s start unfolding this with this short quote from Jeffrey Gitomer. He said:
- “People don’t like to be sold but they love to buy.”
With that in mind, ask yourself this question: How to make sales to people that love what you have to offer but don’t want you to sell to them?
I’ll divide this answer in what I like to call – the 3 perks of Buyer Personas.
Perk #1: Persuasion
Effective communication leads Buyer Personas to buy from you on their terms.
What does that mean? It means that, when you properly target your audience and serve them with their specific needs, they will see the solution to their problems through your service.
That cleans up the whole awful idea of having something being sold to them.
But be careful here!
There is a clear difference between manipulation and persuasion. I am talking about the second one. Never about the first one.
Persuasion is leading, not fooling. It’s providing means to people find their ends. It’s a guiding light to people’s transformation.
The main difference between persuasion and manipulation is who makes the final decision.
In persuasion. The target audience has the lead.
If people are persuaded to buy something from you, that’s helpful, useful, and transformational.
So they don’t feel they are being sold. They feel they decided to solve a problem. Your product is means to an end.
To help you make a huge impact by persuading people to find the best version of themselves, I’ll leave a link to our infographic:
Perk #2: Time & money-saving
If you lead your Persona to make a decision, that’s helpful for them. They are looking to solve a problem and they don’t have time to waste or money to spend in the wrong way.
Neither do you as a business.
Research led by MarketingSherpa shows that targeted communication over general one leads to:
- Website traffic increase by more than 200%.
- Lead generation increase by more than 95%.
- Sales closing increase by more than 120%.
All that without a dime spent on ads.
The profitability of a buyer persona comes from the fact that they are highly targeted, they are looking for what you are offering.
That alone leads to a low Cost of Acquisition and a high Life-Time Value.
How? Think with me for a second.
The highest Cost of Acquisition comes from an offer made to a broad audience. The conversion rate will be too low because is being made to an audience not specifically related to your offer.
The lowest Life-Time Value comes from an offer made to an audience at the bottom of the funnel. That’s too close to a sales pitch and people don’t see much value in that proposition, so the reciprocity decreases.
If we invert that model, this is what we have:
The lowest Cost of Acquisition comes from an offer made to a specific audience. The conversion rate will be higher because is being made to an audience that specifically relates to your offer.
The highest Life-Time value comes from an offer made to an audience on the of the funnel. That gives you time to educate, serve, and transform your audience before a sales pitch. People will see the value of your brand and will be more likely to buy from you multiple times and tell others about you.
That leads to what I like to call: The Low-Pitch Sales Formula.
More Service + Fewer Sales = More Sales on the long run.
We will talk more about this balance between service and sales later on when we combine the Buyer Persona Template with the Buyer’s Journey.
Perk #3: Brand advocacy
Write this down: Brand advocates are the most powerful force of business growth. That’s cross-cultural, cross-industry, and cross-business size.
Brand advocates produce a wave of word-of-mouth to businesses. But that demands a great deal of value and service delivered to your audience to make it happen, as we just discussed on perk #2.
How profitable is that? Here are 3 statistics from Semrush:
- 88% of people have higher level of trust in a brand when friends or family members recommended it.
- Word-of-mouth is behind 90% of all sales.
- 96% of satisfied customers return and are more likely to tell others.
You can only produce word-of-mouth from Brand Advocates. You can only have them by reaching out to the right people – your Buyer Persona. I think that’s clear by now.
So. Yeah. Buyer Personas can be a highly profitable part of your business plan. I say “can be” because, first, you have to find them and that is what we will talk about next.
Conclusion
As you’ve seen a buyer personas are the most powerful force of sustainable growth to your brand.
In the next video, we will learn 3 techniques to research Buyer Personas from 2 different groups you already have access to.
